WHO.A.U attracts MZ generation with retro style, value for money

Customers are browsing products at the WHO.A.U Hongdae store. (E-Land)

As South Korea’s fashion industry struggle with high inflation, one brand is showing impressive growth: WHO.A.U, an American casual brand operated by E-Land World. Launched in 2000, the brand built a solid reputation but faced some setbacks before its recent resurgence, driven by strong appeal among customers in their mid-teens to mid-20s.

WHO.A.U opened five new or revamped stores across department stores and duty-free shops nationwide in August 2024 alone. E-Land World said on Thursday that WHO.A.U steadily grew its revenue from 48 billion won ($35.84 million) in 2020 to 55 billion won in 2021, 75 billion won in 2022, and 90 billion won in 2023. The brand had hit 65 billion won in sales by the end of the month, with expectations to surpass 100 billion won by the end of 2024 as fall and winter clothing typically have higher price points.

The brand’s recovery is attributed to its timely rebranding. While mid-priced brands faced challenges during the Covid-19 pandemic, WHO.A.U proactively rebranded, a move that paid dividends. A key element of this rebranding was the renewal of its bear mascot, now named “Steve” and which became a recognizable symbol for the brand. The company incorporated Steve into core American casual items such as hoodies, sweaters, cardigans, and shirts, making these products stand out.

This cute and nostalgic character design resonated with younger audiences, particularly teens who are enthusiastic about characters in general. To further capture Gen Z’s attention, WHO.A.U strategically employed popular idols like YooA from K-pop group Oh My Girl as brand models.

The rise of retro fashion trends also contributed to the brand’s success. Its signature “1990s American college student” style has seen a resurgence in popularity over the past four to five years and remains a staple in contemporary fashion.

WHO.A.U’s pricing strategy has also made it more accessible to younger consumers., Its products are priced at about one-third to one-fifth the cost of similar American casual brands like Polo and Tommy Hilfiger. Sweatshirts and shirts are priced between 30,000 and 40,000 won, while T-shirts typically range from 20,000 to 30,000 won, cementing its reputation as a “value for money” brand among 10- and 20-somethings.